Earlier in the year, PopChips ran an extremely successful social media campaign seeking out a “VP of Pop Culture.” With one of the most social-media savvy celebrities, Ashton Kutcher, on board, PopChips was able to not only award a winner, but create huge buzz, visibility and excitement about their brand.

popchips ashton kutcherContest overview:

  • Must “like” Facebook page to enter
  • Ask fans to submit 90 second video showing why they’re the best candidate for “VP of Pop Culture”
  • Encourage them to have their friends vote for their video (via also liking the page)
  • Votes narrow down the top three, then Ashton Kutcher chooses the winner
  • Specific “terms and conditions” page created
  • Create a YouTube page specifically for the brand/this promotion

Strategy:

  • Involve a celebrity – Ashton Kutcher – who will select the winner
  • “Pop culture” is something any/everyone can relate to, so it’s universally applicable to a wide audience
  • “Pop” (culture) is also a play on the name of their product
  • Winner receives an actual job that pays $50,000
  • Endorsement on TV shows (Jimmy Kimmel)
  • Having videos on YouTube also allows for additional online exposure
  • Create silly/fun videos as well

Numbers:popchips

  • YouTube:
    • Channel views:  127,165
    • Total upload views:  783,803
    • Subscribers: 1,193
  • Facebook:
    • Fans:  112,708
    • Contest entrants: 236

 

Debbie Miller
Debbie is the Founder and President of Social Hospitality where she assists clients with social media and content marketing. When she's not online, Debbie enjoys spending time with her spoiled dogs; watching movies; reading; and drinking copious amounts of coffee.
Debbie Miller